Border Battle: VIC vs NSW. A State of Origin-style automotive showdown.

Entrants choose Victoria or New South Wales, then the highest judged car wins it for their state. Created by Luke Hunter in 2019, Border Battle has grown into a recognisable Albury–Wodonga automotive event.

2019Founded by Luke Hunter

4,500+2024 attendees

89KFacebook reach

187KCampaign impressions

Attendance and campaign figures are drawn from the event’s 2024 sponsorship reporting.

Project overview

A State of Origin-style automotive showdown.

Border Battle is built around one clear idea: entrants nominate Victoria or New South Wales and compete for their state. There are no age or model brackets defining the headline contest. The highest judged car on the day claims the win.

That simple idea gives every part of the event a story: state pride, friendly rivalry and a diverse field spanning muscle, classics, European performance, JDM icons and homegrown Australian cars.

The role

One project, managed end to end.

Luke founded and operates Border Battle, managing the full event lifecycle from concept and brand through to promotion, sponsorship, merchandise, stakeholder relationships and event-day delivery.

Event concept and positioning
Brand identity and campaign creative
Social media promotion
Sponsorship acquisition and partner delivery
Entrant communication and ticketing
Merchandise and event-day operations

The format

Broad enough for the whole scene. Sharp enough to remember.

The format welcomes all makes and models while keeping one clear competitive hook. In 2024, more than 100 cars were promoted for the Kiewa Street event alongside 20 trophy categories, live music, food and family activity.

The event’s VIC-versus-NSW identity made campaign content naturally participatory and gave entrants and spectators a reason to share it.

Event proof

Reach that became a real crowd.

The 2024 event attracted more than 4,500 attendees. Campaign reporting recorded 89,000 Facebook reach and 187,000 impressions.

The result reflects more than event photography: it shows the value of a complete idea carried consistently through brand, promotion, partnerships and delivery.

The takeaway

Community is built before gates open.

Border Battle works because the audience is given an identity and a role in the story. Promotion does not sit outside the event. It shapes anticipation, entrant pride and the atmosphere people experience on the day.

The evidence

Work you can see. Results you can measure.

The photography and campaign assets connect the strategy and numbers to the work delivered.

BF Transport Border Battle 2024 event poster with date, venue, attractions and sponsors — **2024 campaign poster**A single campaign asset carried the event identity, key information, sponsor recognition and reasons to attend.

Blue custom ute among a busy crowd at Border Battle — **All genres welcome**The field was deliberately broad, giving different parts of the regional car community a reason to take part.

Traditional hot rod on display with spectators at Border Battle — **One show, multiple generations**Hot rods, classics, street cars, imports and late-model performance all shared the same event.

Large overview of the Border Battle car show filled with vehicles and spectators — **A real regional crowd**The event turned campaign reach into a packed display and strong spectator attendance in central Albury.

Highly modified red Mustang displayed at Border Battle — **Best-of-the-best entrants**High-quality builds gave the VIC vs NSW competition real weight and made the content highly shareable.

Large crowd and entrant display at Border Battle — **Event scale**The event combined state rivalry with a broad, all-genres vehicle display.

Project links

Border Battle website Border Battle on Facebook

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